The brand film featuring Eklavya Sood brings alive XYXX’s philosophy of #LiveBetterWearBetter through the lens of a modern Indian man.

XYXX, men’s lifestyle label, has launched their new brand film featuring actor, Eklavya Sood, and pays homage to the discerning man of today, who is constantly striving to live better.

With the underlying philosophy of #LiveBetterWearBetter, XYXX highlights the subtle nuances that elevate your day and life- be it at work, as a partner and even as a person, the company stated in a press release.

The film opens with a young, motivated man on the court, getting his sweat session before his day even commences. Tracing his journey through what looks like a normal day, he is next seen in hustle-mode, keeping his ambitions and drive strong, to power through a day at work. Whether it's getting his creative juices flowing or bringing a project to fruition, he is always on his A game.

As the embodiment of a modern man, supporting his partner’s wins, XYXX’s protagonist makes his way to her book launch, refreshed and ready as ever.

The narrative brings to the forefront the secret sauce of living better- it’s always striving, always connected, always focused and always showing up. For the men who choose to live better, they can always wear better with XYXX, the company added.

With this campaign, XYXX celebrates the discerning, young man of today, whose value systems are as modern as his life choices. Constantly striving to elevate his life- be it at work or at play, XYXX highlights the importance of embracing the journey of the hustle, staying consistent and always looking to do, be and wear better, it stated.

Commenting on the brand film, Petal Gangurde, chief of brand and culture, XYXX says, “The launch of our Athleisure is XYXX's ode to modern men who strive to maximize their day. Their choices reflect their penchant for life and XYXX is their partner in style and comfort. XYXX creates clothing tailored to the modern, well-traveled Indian man who is always seeking the next adventure in life."

"Our commitment to innovation, craftsmanship and excellence shines through in every detail - from the finest fabrics to vibrant colors and prints, and from impeccable fits to cutting-edge designs. For the men on a quest to live better, XYXX ensures they wear better,” Gangurde added.

Sonal Rai, chief marketing officer, commented on the brand film, “Through continuous market research and in-depth qualitative sessions with today's modern men, XYXX is dedicated to decoding and simplifying their evolving needs and preferences."

"By merging cutting-edge technology and contemporary style, XYXX aims to bridge the gap for the modern man who aspires to improve daily, ensuring our products align seamlessly with his aspirations and expectations,” Rai added.